TikTok fuels music discovery according to a recent report that was commissioned by TikTok and prepared by Luminate, the entertainment data and research company. The report sets out to consider the impact that TikTok and its users have on the music industry in terms of music discovery, consumption, and contribution to industry revenues. It is a quantitative analysis of the impact of the app and the unique role that TikTok and its users play in the music ecosystem. Luminate studied data from the US, UK, Germany, Brazil and Indonesia, as well as global data, for the 12-month period from the 1st July 2022 to 30th June 2023.
The Music Impact Report’s key findings
- TikTok fuels music discovery
- Globally, TikTok users are significantly more likely to discover and share new music content on social or short-form video (SFV) platforms than the average user of social or SFV platforms
- In the US, TikTok users are twice as likely to discover music on SFV platforms than the average user of SFV or social media platforms
- TikTok users generate value via streaming
- Globally, TikTok users are significantly more likely to use a paid music streaming service than the average consumer
- In the US, 62% of TikTok users pay for a music streaming service, compared to 43% of consumers overall.
- Globally, engagement with an artist‘s music on TikTok is strongly correlated with streaming volumes.
- TikTok users generate value off-platform
- Globally, TikTok users spend significantly more money across music-related categories compared to the average music listener across all markets analysed
- In the UK, TikTok users spend 49% more on music purchases compared to average listeners
- In the US, 38% of TikTok users attended a live music event and 45% purchased artist merchandise in the past 12 months, compared to 33% and 35% of overall music listeners, respectively.
- TikTok connects local artists with global audiences
- Globally, TikTok‘s audience exhibits a unique preference for international music, far exceeding that of the average listener across all markets analysed.
- In the UK, TikTok users are 77% more likely to want access to global music artists compared to average music listeners.
- In the US, nearly half (46%) of TikTok users listen to music that is not in English, which is 27% more likely than music listeners overall. This audience is also 33% more likely to consider having access to global music as ‘extremely important’.
The full report which is free can be downloaded here.
